Measuring Data: Whadda Ya Got?
Before you can decide what data you need, you have to know what you have.
There are a variety of ways to collect data about what people are up to on a Web site. Here they are in the briefest terms possible.
Content: Article | Author: Jim Sterne | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales
Service Management: Building Profits After the Sale
After-sale parts and services are the new frontier of competitive differentiation and profit enhancement, offering nearly double the profit potential of first-time product sales. Of course, capitalizing on this opportunity is not simple, since comprehensive service management can complicate the typical company’s supply chain. However, new strategies, infrastructures and tools-combined with informed oversight-make it possible to create and deliver after-sale support more profitably than ever … [ Read more ]
Content: Article | Authors: Ajit Kambil, Michael Dennis | Source: Accenture | Subjects: Marketing / Sales, Operations
Conversation Style Map
Influencers of Conversational Style
How to Sell Tech to the Feds
Uncle Sam runs the fastest-growing IT market today. Here’s the way for hungry vendors to set up shop.
Editor’s Note: there is also a good section for non-IT folks which explains how to sell your products through the GSA online catalog.
Content: Article | Author: Owen Thomas | Source: Business 2.0 | Subject: Marketing / Sales | Industry: Government
Demographic and Technological Profile of Baby Boomers and Seniors
Beyond Price/Position: The SEM Strategy Loop
Chances are, you’ve implemented a search engine marketing (SEM) campaign strategy. That often means a position/price-based strategy on Overture and a price-based strategy on Google (perhaps a copy strategy, to keep CTR high). You concentrate on position and price to drive visibility and traffic. Though visibility and click volume are good, the strategy has flaws. Big flaws.
Price/position strategies ignore results and are static. Inefficiencies … [ Read more ]
Content: Article | Author: Kevin Lee | Source: ClickZ | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Potential Corporate Brand Options
Living Up and Down the Dial
More companies are pumping up the volume of their radio advertising. Here are 10 tips for making the most of your airtime.
Content: Article | Author: Leslie Brokaw | Source: Inc. Magazine | Subjects: Advertising, Marketing / Sales | Industry: Advertising
The Linking Matters Report
A free report to help website owners and publishers plan effective linking strategies – includes guidelines, worksheets and links to over 50 articles on linking.
Content: Online Resource | Author: Ken McGaffin | Source: LinkingMatters.com | Subject: Marketing / Sales
Tata Tea Limited (A, B, & C)
Tata Tea is one of the largest tea companies in the world. Sheltered from competition by a protectionist Indian government for most of its history, the company in 1999 faced several new challenges: upcoming deregulation and changing consumer tastes. How should the company react? Research Associate Ulrike Wiehr and Professor Amitava Chattopadhyay review potential strategies.
Content: Case Study | Authors: Amitava Chattopadhyay, Ulrike Wiehr | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Food Products/Service | Company: Tata Tea Limited
Customer Relationship Management at Capital One (UK)
In the beginning, all credit cards were the same. Same interest rates, same annual fee, same processes for deciding who to lend to and how much to lend. Then, as in all industries, an innovator came along and determined that a one-size-fits-all approach left room for improvement. In this Case Study by Professor Werner J. Reinartz and Ulrike Wiehr, Capital One is … [ Read more ]
Content: Case Study | Authors: Ulrike Wiehr, Werner J. Reinartz | Source: INSEAD | Subjects: Customer Related, Marketing / Sales | Industry: Finance / Banking | Company: Capital One
Kellogg on Marketing
“The Who’s Who write on the what’s what of marketing”
Content: Book | Author: Dawn Iacobucci | Subject: Marketing / Sales
That’s Advertainment!
The man who lost $3 billion for Sony wants to make your brand the hero of his next film. And you thought TiVo was scary.
Content: Article | Author: Warren Berger | Source: Business 2.0 | Subjects: Advertising, Marketing / Sales
Engagement Marketing Model
The Touch-Point Wheel
MarcommWise
Marketing communications articles, book reviews, glossary, vendor directory, profitability calculators and other related resources.
Content: Online Resource | Source: Klebanoff Associates Inc. | Subjects: Advertising, Marketing / Sales
Number of Words Used in Search Phrases
CI Technology Database
Harte-Hanks’ CI Technology Database tracks technology installations, business demographics and key decision makers at more than 400,000 locations in 25 countries. Their site profiles, which are based on over 60,000 monthly phone interviews, document up to 100 different hardware, software, communications, and Internet technologies installed at specific locations. More than just a mailing list, clients use this information to build direct mail, telemarketing, lead generation, … [ Read more ]
Content: Online Resource | Source: Harte-Hanks Market Intelligence | Subject: Marketing / Sales
Asking the Right Question
Every business should have a litmus test that separates the truly loyal customers from those who are neutral or disaffected.
Without knowing the proportion of customers who are steadfastly committed, ambivalent or susceptible to switching, marketing spending decisions can get made for the wrong reasons.
Content: Article | Author: Stephen Shaw | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales